Broadcast Beat Magazine 2018 NAB Show Edition - Page 33

companies is whether consumers trust what they
say, after years of relative dissatisfaction from
their customer bases. U.S. internet service pro-
viders rank last out of 56 customer satisfaction
indexes compiled by J.D. Power.
Now that the rollback of Net Neutrality is put-
ting additional flexibility into the hands of the
internet providers, the key question, which will be
answered over time, is whether these companies
will behave in the best interest of their consum-
ers? If companies want to build consumer trust,
they should focus on universal principles of cus-
tomer experience:
•
•
•
•
Reliable, low-effort products
Fair prices, with value-based incentives
Clear communication and flexibility
Appreciation of the consumer at all cus-
tomer touchpoints
Over the past few years, we saw wireless compa-
nies push the limits of regulation, offering a good
case study of where consumers could benefit
from loosened regulations. Wireless providers
introduced free subscriptions to streaming video
content and “zero-rated” it against usage caps.
The offers were compelling, and many customers
hopped from one carrier to another in the hyper-
competitive wireless space. In fact, we found that
nearly one-fifth (18%) of customers who switched
wireless carriers in the past year say they receive
free streaming media from their new carrier.
Wireline providers should look to those wireless
plans and pricing structures as a marker of what
can be done to enhance customer experience
and loyalty. If providers use flexibility to pro-
vide meaningful incentives that consumers truly
value, the loosened regulations could be a win
for all. If providers block and throttle content,
or create rigid “cable-like” bundles for internet
content, consumers and providers alike would
lose. Fundamentals of customer experience reign
supreme, and companies who embrace that will
win and prosper.
As noted, 25% of consumers currently say they
don’t have choice in providers. A win for con-
sumers would be to see that figure significantly
shrink. Convergence of wireless and wireline
products and services, and the advent of 5G wire-
less technologies, should help. Verizon, for exam-
ple, has stated it plans to launch 5G fixed-wireless
broadband service in select markets later this
year, a service that would be in direct competition
to traditional wireline in-home internet service.
So where does that leave us? Will loosening
of regulations create more competition? Will
ISPs adhere to their promise of a free and open
internet? Will consumers and small businesses
become more or less trustful and satisfied with
their internet service? The evidence suggests
that ISPs who manage the transition most suc-
cessfully will be those who keep the voices of
their customers front-and-center as a guide to
fair pricing structures and improved overall loy-
alty. Based on what we’re seeing in our studies
of customer satisfaction across the wireline and
wireless industries, more competition resulting in
more choices for consumers could be a win for
all if ISPs clearly communicate the value of the
options they offer in this new era of deregulation.
Broadcast Beat Magazine • www.broadcastbeat.com • 33